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About STB

English


Who we are

Scandinavian Tourist Board - or STB as we are more popularly known - is a joint initiative by the national tourist boards of Denmark and Norway. STB is responsible for promoting Scandinavia and Scandinavian tourism products in the Asia-Pacific markets, with particular emphasis on the major markets of Japan and China, and a focus approach to the promising markets of Hong Kong, Taiwan, and Thailand. The main tasks of STB include producing market intelligence, carrying out promotional and PR activities, educating and supporting the local travel trade, and thus ultimately boosting lucrative, high-end tourism to Scandinavia.

STB is fully owned by VisitDenmark and Innovation Norway. STB has offices in Tokyo, Beijing and Shanghai. In markets with no direct representation, STB collaborates with Scandinavian entities such as the respective embassies, consulates, and trade offices.


What we do

STB offers the most comprehensive and professional palette of tourism promotion tools in Asia-Pacific. Our extensive network and more than 30 years of experience ensure that none of our competitors provide the same range of services or the same level of quality at the same low price.

STB's vast network of both Scandinavian and non-Scandinavian travel trade companies, governmental organizations, NGOs, non-profit organizations, as well as non-tourism related businesses and media compose a solid foundation for STB's many different activities. And it is, as a matter of course, at the disposal of all our partners.

Working within a complex, fast paced, multi-cultural environment, a guiding set of unifying values is imperative to securing progress and focus. STB values are:

STB offers the most comprehensive and professional palette of tourism promotion tools in Asia-Pacific. Our extensive network and more than 30 years of experience ensure that none of our competitors provide the same range of services or the same level of quality at the same low price.

STB's vast network of both Scandinavian and non-Scandinavian travel trade companies, governmental organizations, NGOs, non-profit organizations, as well as non-tourism related businesses and media compose a solid foundation for STB's many different activities. And it is, as a matter of course, at the disposal of all our partners.



Vision

The overall ambitions of STB are:
- To increase high-end Asia-Pacific travel to Scandinavia
- To increase awareness of Scandinavia and Scandinavian brand values in Asia-Pacific
- To increase awareness and knowledge of Scandinavian partner products in the Asia-Pacific markets
- Develop and nurture Asia-Pacific tourism as a key contributor to the Scandinavian economies



Mission

 Within tourism in Asia-Pacific, STB works to:
- Ensure STB as the main promotion coordinator
- Establish STB as main hub for product and market development
- Realize STB as main tourism know-how center
- Become prime vehicle for Scandinavian branding and communications in Asia-Pacific in order to turn Scandinavia into a household name in the region











Goals

The objectives of STB are:
- To be known as the most knowledgeable marketing center regarding Asia- Pacific outbound tourism
- To ensure our competences and knowledge is made available to the Scandinavian travel industry
- To maintain a commercially oriented and competitive organization
- To increase understanding of the importance of the Asia-Pacific outbound travel markets in Scandinavia
- To be recognized by both private and public entities in Scandinavia as the prime PR agency for Scandinavian branding in Asia-Pacific



Values

Working within a complex, fast paced, multi-cultural environment, a guiding set of unifying values is imperative to securing progress and focus. STB values are:








All STB activities are carried out within these values, which provide the flexibility needed for solving different and sudden challenges while securing uniform results and maintaining same high level of quality.


Facilitator
STB functions as a bridge linking Asia-Pacific with Scandinavia. Whenever a tourist expresses an interest in visiting Scandinavia, we make sure this request is accommodated: that products are available and salable. This way we help our partners realize the full potentials of the Asia-Pacific markets.


Innovator
New ideas including new business approaches and unconventional alliances are vital for staying ahead in our industry characterized by harsh competition and falling margins.


Strategist
Apply the right mix of knowledge and resources to produce extraordinary results.


Knowledgeable
Only by continuously generating new knowledge will we maintain our competitive edge and provide our partners with the best services possible.


Board of Directors

The highest decision making body in STB is the board of directors, whose members count the directors in charge of overseas tourism marketing in VisitDenmark and Innovation Norway as well as those organizations' respective managing directors.

- Mr. Per Holte, Chairman (Innovation Norway)

- Mr. Per-Arne Tuftin (Innovation Norway)

- Mr. Flemming Bruhn, Vice-Chairman (VisitDenmark)

- Mr. Jan Olsen (VisitDenmark)

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